Bytedance shifts leadership again in pursuit of growth

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The exterior of the Bytedance office building in Shanghai. (Image credit: TechNode/Shi Jiayi)

After a major leadership reorganization at Douyin and Jinri Toutiao in June, parent company Bytedance is shuffling executives at the content aggregator once again with the goal of creating a third product with more than 100 million daily active users (DAU), 36Kr reported.

Why it matters: Bytedance has been looking for strategies to reignite Jinri Toutiao’s stagnating user base growth.

  • Jinri Toutiao’s DAU stayed nearly flat at around 115 million in the 12 month period ended August 31, according to a report by analytics provider Questmobile.

Details: Zhu Wenjia, who was promoted in June to the head of Jinri Toutiao, will report directly to founder Zhang Yiming, skipping over Jinri Toutiao CEO, Chen Lin.

  • Zhu has also reportedly assumed leadership of short video app Xigua Video and humor app Pipixia.
  • Chen retained the CEO title, but his focus has shifted to Bytedance’s social apps, productivity tools, and education platforms. While productivity tool Lark has been well-received since launch, Bytedance’s social and educational apps including short video platform Duoshan have not replicated the viral success of its biggest products.
  • Duoshan has struggled to break into the top-10 rankings on China’s App Store, according to figures from data analytics firm Qimai, despite the resources Bytedance has dedicated to the short video app.